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Express it as a brand
In todays brand sensitive world, which is the medium that has the highest OTS* ?
*Opportunity to be seen
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Introduce yourselves
Camlin : Children crave to have a close companion with them while growing up. LG golden eye TV: A mother worries that rays emitting from television can harm her childs eyes. Bajaj: Indian youth is modern yet traditional at heart. Marlboro: Every male has a hidden desire to lead the life of a cowboy. Lux: Every girl has a hidden desire to be a film star Cadburys Dairy milk I want to share the things I love with the people I love. People want to share things they love with those that they love
2.
Find out what the target consumer thinks, feels and does Not just about your product category. But about his or her emotional needs that you could satisfy. Knowledge, Attitude and Behaviour (KAB) studies help. But not everyone can afford them. You can do this yourself. You meet consumers every day. Formal Market Research rarely throws up consumer insights. Engaging consumer contact does.
To be continued